In the three months since we presented the results of the Analyst Value Survey, we’ve been developing two methods to help analyst firms benefit from the research. The results have been read over 6,800 times, and they have clearly met a desire to better understand how analyst firms can deliver more value to users.
On January 23rd we hosted an online meeting with executives from several innovative analyst firms to outline those two approaches: the first is service-focussed and quantitative; the second is more qualitative and comparative. The video is at the end, if you’re using a modern browser, and online at http://youtu.be/REeELlpiKsM.
My colleague Ian Scott developed two approaches to help analyst firms, which we discussed.
Comparative Service Metric Analysts
This tool diagrammatically illustrates the relative position of an analyst company versus a selected group of its peers and competitors. By weighting the services by derived importance (the impact they have upon overall ‘warmth’ towards providers) the CSM positions an analyst company versus its closest competitors, showing areas of relative strength and weakness. The model shows the comparative benefit to be gained from strengthening particular service areas, essentially compared to key competitors. It answers the question: where should resource be focused to get the biggest return on your investment?
Comparative Service Diagnostic
The CSD is a qualitative intervention. We have found that it is beneficial to listen, without presumption, to the voice of customers. It helps you to hear what is effective about a service and where it has been less effective, and also hear about the strengths of the other players in the market.
From an extensive database of analyst users we will conduct a series of in-depth diagnostic interviews to determine what is required to enhance an analyst firm’s service. Of course the analyst company could also provide key client contact details. These interviews are conducted face-to-face where possible, using Kea’s international network, or using telephone/Skype. These interviews are also great since new service offerings and concepts can be tested.
